At the Watches and Wonders fair in Geneva, IWC Schaffhausen showcased their new Ingenieur watch collection and embraced a retro-futuristic aesthetic. Among the vintage artifacts displayed was a computer disguised as a microwave, featuring a ChatGPT 3.5-series module connected to a voice-activated application providing information about Gerald Genta, the designer of the 1976 model. While the luxury watch industry remains cautious about openly embracing artificial intelligence (A.I.), behind the scenes, brands like Cartier and Panerai are utilizing machine learning to transform the production and marketing of watches.
Although few watchmakers openly discuss their use of A.I., some have admitted to utilizing ChatGPT for generating social media copy and Midjourney, an A.I.-based design platform, to create unique mood boards for inspiration. However, A.I. remains a background player in the industry, as brands focus on selling a high-end luxury experience rather than explicitly highlighting A.I. integration.
While A.I. adoption in the watch industry has been relatively silent compared to trends like NFTs and blockchain, experts suggest that A.I. has the potential to revolutionize the industry more significantly. Executives who have embraced A.I. find it transformational, saving time in design, research, and copywriting tasks. However, its application in design has been less successful, often resulting in undesirable outcomes.
Watch manufacturers have been using algorithms and A.I.-powered machinery in manufacturing for years. Systems like Jarvis and Panerai’s proprietary technology connect machines, regulate processes, detect deviations, and optimize performance. The most significant impact of A.I. in the watch industry lies in predicting demand and streamlining production and distribution processes. Algorithms help detect sales trends, optimize distribution, and connect demand to supply.
Even brands like Cartier have integrated A.I. into demand planning and deployment models. By analyzing customer data from various channels, including social media, brands gain insights into customer behaviors and attitudes. Ultimately, A.I. aids in understanding and shaping customer preferences, helping brands align their production accordingly.
Despite the potential efficiency gains of A.I., many watchmakers remain skeptical. They recognize the importance of human touch, warmth, and intuition that artificial intelligence lacks. However, some A.I. advocates seek to minimize human interactions in the watchmaking and selling processes. These advocates believe A.I. can streamline operations without compromising charm and creativity.
In addition to brands, other entities in the watch industry are also exploring A.I. Wristcheck, a Hong Kong-based pre-owned watches retailer, plans to introduce Wristcheck Intelligence, a market-analytics software powered by A.I., to optimize pricing and market understanding.
Overall, while the luxury watch industry remains cautious about openly acknowledging A.I., behind the scenes, A.I. and machine learning technologies are quietly revolutionizing the way watches are designed, produced, and brought to market.
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